Spain’s alcoholic drinks sector is expected to experience modest value growth through 2032, as established consumption habits coexist with changing preferences around quality, moderation and product variety. According to Vyansa Intelligence, the sector was valued at $44.16 billion in 2025 and is projected to reach $47.19 billion by 2032, representing a CAGR of 0.95% during 2026–2032. The forecast reflects a sector where value growth is expected to continue despite limited expansion in overall consumption volumes.

Beer Retains Its Leading Position

Beer accounted for 54% of Spain’s alcoholic drinks sector in 2025, making it the largest product category. Its position is supported by domestic consumption habits and international tourism, with beer remaining a familiar choice in bars, restaurants and cafés. However, the report notes that local beer consumption is decreasing marginally, indicating that category development is not being driven solely by higher volumes.

Beer is forecast to record a volume CAGR of approximately 0.28% over the forecast period. Low- and non-alcoholic varieties, craft beers and Clara—a beer-based mixed drink—are among the offerings attracting attention as preferences evolve. These products allow breweries to introduce variety while responding to consumers who are becoming more interested in moderation and different flavour experiences.

The category therefore combines a substantial established base with gradual product diversification. Mainstream beer remains important, while specialist and lower-alcohol options provide additional ways for producers to engage consumers.

On-Trade Consumption and Tourism

On-trade channels account for approximately 80% of Spain’s alcoholic drinks sales, according to the report. Bars, restaurants and cafés are central to the country’s drinking culture, with beer, wine and spirits forming part of social occasions such as aperitifs and tapas. This makes hospitality venues particularly important to the distribution of alcoholic beverages.

International tourism also contributes to on-trade demand. Visitors add to consumption across hospitality establishments, while the variety of venues allows consumers to encounter different products and drinking experiences. The report expects on-trade to retain its leading position through the forecast period, supported by tourism and the continued popularity of socialising away from home.

The importance of this channel has implications for brand positioning. Producers can reach consumers through venue menus, premium offerings and experiences that encourage product discovery. Bars and restaurants also provide settings for introducing craft beers, spirits and ready-to-drink beverages to different audiences.

Off-trade retail and online purchasing remain relevant to the wider distribution landscape. Convenience and digital retailing can support access to premium beverages, RTDs and lower-alcohol products. However, the report identifies hospitality-led consumption as the dominant feature of Spain’s sales-channel structure.

Low- and Non-Alcoholic Drinks Gain Attention

Health awareness and interest in moderate consumption are influencing beverage preferences, particularly among younger consumers. The report identifies a growing preference for low- and non-alcoholic drinks across beer, wine and spirits. Millennials and Generation Z are increasingly associated with these choices, reflecting changing attitudes towards alcohol and social occasions.

This development is encouraging producers to broaden their portfolios. Low-alcohol beer, alcohol-free alternatives and moderate-strength RTDs provide options for consumers who want to participate in social drinking occasions while reducing their alcohol intake. Product development is also focusing on convenient formats and refreshing flavour profiles.

The shift is relevant to Spain’s wider public-health context. The Ministry of Health’s 2024 EDADES survey found that 76.5% of people aged 15 to 64 had consumed alcohol during the previous 12 months. The survey also reported on intensive consumption patterns, including binge drinking. These official findings provide context for the growing attention given to moderation and responsible consumption.

For producers, the trend creates opportunities to offer a wider range of alcohol strengths and formats. It also means that product innovation needs to respond to consumers with different preferences rather than assuming a uniform pattern of demand.

Premiumisation and Ready-to-Drink Innovation

Premiumisation is shaping development across spirits, wine and craft beer. Consumers are showing interest in distinctive products and experiences, with quality becoming more important in purchasing decisions. Artisanal spirits, craft beers and premium beverages can appeal to those willing to prioritise product characteristics over quantity.

Ready-to-drink beverages are another area identified for development. New flavours, convenient formats and premium positioning are expected to attract younger consumers, including Millennials and Generation Z. Alcohol-free RTDs may also benefit from interest in moderation, extending the category beyond conventional alcoholic formats.

Personalisation provides an additional opportunity. The report refers to tailored offerings such as Mahou’s YouBrew, illustrating how brands can use customisation to create a more individual product experience. Such initiatives sit alongside limited editions and other differentiated products designed to build consumer interest.

These developments do not replace the importance of established categories. Instead, they provide additional ways for companies to address changing tastes while maintaining a presence across mainstream and premium product ranges.

Sustainability and Responsible Consumption

Sustainability is another consideration influencing product development and brand positioning. The report identifies growing consumer interest in environmentally friendly packaging, organic products and transparent labelling. Producers are expected to consider greener manufacturing practices and packaging choices as part of their response to these preferences.

For beverage companies, sustainability can involve decisions across production, sourcing and packaging. Local sourcing and handcrafted processes are also identified as ways to differentiate products. These approaches may be particularly relevant to premium and artisanal offerings, where consumers are interested in product origin and characteristics.

Responsible consumption remains an important part of the sector’s wider context. The expansion of low- and non-alcoholic alternatives reflects one way companies are responding to moderation preferences. At the same time, public-health information and awareness of alcohol-related risks remain relevant to discussions about consumption patterns in Spain.

Competition and Brand Positioning

More than 10 companies operate in Spain’s alcoholic drinks sector, with the five leading participants accounting for approximately 55% of the share, according to Vyansa Intelligence. The leading companies identified include J García Carrión SA, Agora SA, Pernod Ricard Groupe, Grupo Mahou-San Miguel SA and Heineken NV.

Other companies named in the report include Damm SA, Hijos de Rivera SA, Anheuser-Busch InBev NV, Mahou SA and Suntory Holdings Ltd. Competition spans beer, cider and perry, RTDs, spirits and wine, with businesses using product development and brand positioning to reach different consumer groups.

The combination of established brands and changing preferences places emphasis on portfolio breadth. Companies need to address demand for familiar products while developing premium, convenient and lower-alcohol alternatives. Hospitality distribution, tourism-related consumption and the gradual development of online retail also shape how brands reach consumers.

Outlook Through 2032

Spain’s alcoholic drinks sector is expected to record gradual value growth, with beer retaining its leading category position and on-trade venues continuing to account for most sales. Tourism and the country’s social drinking culture remain important to hospitality demand, while premiumisation and product innovation are influencing the range of beverages available.

Low- and non-alcoholic products, RTDs and sustainable offerings provide areas for development as consumer preferences evolve. The forecast increase to $47.19 billion by 2032 reflects a sector balancing established consumption patterns with a gradual shift towards moderation, quality and differentiated experiences.